銀髮族生活全照護經營模式之探討-以生活護照發展為例

由於現今科技的發達、衛生環境的改善與醫療水準的提升，造成在人類社會中死亡率降低與預期壽命的延長之現象，銀髮族經濟已成為目前經濟活動的重心。而台灣經濟已進入轉型期，企業紛紛思考如何透過創新，塑造非價格優勢來區隔市場，並累積企業實力，創造企業價值，以提升永續發展的能耐，於是新的商業經營模式(Business model)不斷注入，以滿足消費者追求全方位的需求。我們以台灣聖恩公司為個案，對於該個案現在所推動的生活護照(Life Passport)趨勢與發展做一探索性的研究。生活護照結合食、衣、住、行、育、樂等全方位的廠商與產品，且有養生權契約、生前契約、生活卡及福利商品等四大權益。藉由產業分析瞭解國內銀髮族生活全照護的現況與產業趨勢，歸納出經營策略。我們透過研究結果彙總，描繪出台灣聖恩公司目前的商業模式，並依商業模式的九大要素的架構提出分析結果以及建議事項。建議生活護照未來可因應長照法的通過而增加長照保險的權益，並在可增加以「飲食需求」為主的通路。此結果可給予聖恩公司進行商業模式的調整或未來適合的且可行性較高的創新商業模式與營運策略建議，藉以提升聖恩公司的競爭優勢。

關鍵字

銀髮族；商業經營模式；生活護照

並列摘要

Because today's advanced technology, improving the health of the environment and enhance the level of medical care, resulting the mortality decrease and life expectancy increase in human society, the silver-haired economy has become the focus of current economic activity. And Taiwan's economy has entered a transition period, companies have to think about how through innovation, create non-price advantage to segment the market, and the cumulative strength of enterprises, create business value, to enhance the ability of sustainable development, the new business model continued innovation in order to meet the needs of all consumers seeking. Our research subject is Life Passport of Taiwan Sheng-En company. Life Passport combined food, clothing, housing, transportation, education, activities, and have the right of senior housing agreement,, pre-need funeral agreement, life and welfare cards, and other beneficent merchandise. We conduct industry analysts to understand the current situation of domestic seniors live full care and industry trends, summarized the business strategy. We summarized our research results of Taiwan Sheng-En company, and depicting the company's current business model. We proposed architecture analysis and recommendations matters according to the nine elements of the business model. We advised life passport should involve long-term care insurance, and develop the distribution channel in "dietary needs". This result may be given Taiwan Sheng-En company to adjust the business model business strategy in order to enhance the company's competitive advantage.